Indonesia – Indosat Ooredoo Hutchison (IOH) has introduced a new AI-powered Semantic Search feature on its myIM3 and bima+ applications, developed in collaboration with Google Cloud. The technology is designed to make searches more relevant, personalised, and efficient, helping customers more easily find products and services.
The feature runs on Google Cloud’s Vertex AI platform, which provides insights into customer behaviour and preferences. Searches for data packages, lifestyle features, and loyalty programs such as IMPoin and BonsTri can be tailored to match individual user needs.
The launch is accompanied by an interactive campaign, “30 Days of Treasure Hunt,” which runs from August 21 to September 19, 2025. Customers are encouraged to search for specific keywords via the myIM3 and bima+ apps after engaging with Indosat’s Instagram accounts. Daily winners can receive e-vouchers, with prizes totalling IDR 5.5 million.
Bilal Kazmi, director & chief commercial officer at Indosat Ooredoo Hutchison, said, “With the support of Google Cloud, we are delivering a search system that is not only intelligent but also delivers tangible value, enhancing both user convenience and business performances.”
They added, “This collaboration represents a strategic step towards providing smarter, more personalised, and relevant digital experiences for our customers. At Indosat, we are committed to ensuring that technology makes life easier, brings services closer, and serves as a powerful tool to empower Indonesia in navigating the digital era.”
Meanwhile, Fanly Tanto, country director, Indonesia at Google Cloud, commented, “As an industry-leading organisation in Google Cloud’s Indonesia BerdAIa program, Indosat has been at the forefront of innovating with advanced, enterprise AI. Vertex AI Search’s in-built understanding of queries in Bahasa and English, the semantic meaning behind queries, and spelling variations will help surface more relevant digital services recommendations that meet the diverse lifestyle needs of millions of myIM3 and bima+ users.”
Fanly added, “This deployment demonstrates how the unique combination of Google Cloud’s open platforms and Google-quality search can be seamlessly integrated with an enterprise’s custom-built AI models and existing applications, enabling smarter and more personalised digital experiences for its customers.”
The technology is further supported by Sahabat-AI, an open-source large language model tailored for the Indonesian language, which includes support for regional languages and dialects. The company said this will help make customer interactions more relevant and engaging across different parts of the country.
